Partnerships

Account Mapping: The Chocolate Truffle That No One Told You About

Account mapping makes it’s easier to identify & prioritize potential partnerships. With the right tools, it is now easier, faster & simpler to do.


What’s the big secret about co-selling? Account mapping is easy. It is tasty. It is delicious. It’s just like a yummy chocolate truffle. This explains why so many people are avid about how Cosell works.

In a lot of conversations these last weeks, I’m speaking with professionals who are driving rapid expansion. These leaders are successfully responding to changes in our world. They are growing exponentially and focused on goals for ongoing growth. 

The one thing I’m hearing that they share in common: identifying opportunity. That’s why they love the ease of account mapping. They know that efficient account mapping makes it’s easier to identify and prioritize potential partnerships.

You see-- account mapping is not a brand new thing. What’s new is that with the right tools, it is now easier, faster, and simpler to do. When you’re growing fast and feeling like there’s an ocean of opportunity, account mapping with ease feels like a dream come true.

Let’s take a closer look.

 

The Chocolate Truffle of Account Mapping

The key idea of account mapping is simple: you can get directly to the target audience that wants what you’re offering. Sweet, right? Honestly, it’s like biting into a great big chocolate truffle.

Here’s a bit more of that sweet-tasting chocolate:

  • Getting New Qualified Leads

With account mapping, you can reach a target account, with a warm introduction.

This is the polar opposite of cold-calling folks from an out-of-date spreadsheet. You can reach people who want to talk with you—because they’re actively looking for your product, service, or solution.

  • Track Qualified Leads

Of course, since you’re getting qualified leads, you’re also able to track these leads. Per day. Per week. Per month. Per quarter. Per year.

The measure is the key to management. It’s like the famous quote:

“What gets measured, gets managed.”

—Peter Drucker

In sales this is critical. We’re always looking for measurement so we can manage our time, effort, and resources. This is why tracking qualified leads is one of the best ways to identify what’s working in your partner program.

  • Identify Workflow Practices

When you get to know your customers, you’ll understand the products they are using day in and day out. You’ll see which ones they are using in their existing workflow—and where your integrations could be most useful. By understanding your customer’s existing workflow, you’ll know which integrations to prioritize.

  • Identify The Right Decision Makers

When you’re doing partner account mapping, you’ll gain valuable insight into who is making decisions. Have you ever spent weeks trying to get through to a new prospect…only to find out he or she isn’t the final decision maker? It’s wildly frustrating. 

If you’re noticing that there’s a gap between leads and completed sales, being able to identify the players makes a world of difference. 

  • Find Compatible Partners

In account mapping, you can look for the best match of compatibility. You’ll spot similar sizes, experiences, and customer targets. By starting with a close match, you’ll lay the foundation for long-term strategic partnerships.

  • See What Works

Sales, as we’ve been talking about need measurement. We need to measure our efforts—especially as it compares to our performance. 

You might measure numbers of leads, numbers of sales, and numbers of accounts. Ultimately, you need to have ways to understand that the work you’re doing is efficient, effective, and worthy of receiving ongoing support.

When you can track your efforts from account mapping to partnership success, you’ll have clear measurements for what is working. This is key for maintaining existing resources and funneling future resources to the best place.

As I’ve been talking with sales leaders, one of the intriguing things is how to account mapping is helpful for different parts of their organization. Three teams who can 

benefit most from account mapping are sales, product development, and marketing.

 

01. Sales Teams

If you’re looking to boost efficiency and spend your time wisely, get your sales teams into account mapping. Sales need to have a smart way to identify overlaps, share data securely, and not have things fall through the cracks.

Identify Customer Overlap

When you’re growing fast, and have an eye on massive growth, you want to focus on precise customer overlap. You want to know that you are identifying the best and most strategic opportunities. That’s why account mapping is such a vital aspect—especially for high-powered sales teams, working virtually.

Secure Data Sharing

There’s often that persistent concern lurking in the backgrounds—is all this sharing of data secure? Fortunately, it’s not like the old days of account mapping when these security worries were justified. 

Today, data sharing is secure and the manual back and forth of sharing spreadsheets is a thing of the past. By working with Cosell, you can quickly identify customer overlaps and have peace of mind with secure data sharing. 

 

02. Product Teams

Product teams are looking for insights, customer usage patterns, and guidance for new integrations. Where can you find out what your target audience is looking for? You guessed it…account mapping. 

Identify New Integrations

When you’re working closely with strategic partners, you can gain valuable insights into product development. While you’re collaborating, you will discover overlap that shapes, inspires, and provides fresh criteria for tech integrations.  

Prioritize and Schedule Integrations

As you’re working with partners and accounts, you’ll discover priorities for feature integration. This enables a clear understanding of timing and sequencing.

 

03. Marketing Teams

Marketing teams are seeking to get into the mind of the customer. They need to know the different and unique messages that will resonate with each customer base.

Refine Communications

As your collaboration continues, your marketing team is translating their insights into precise messaging for different audiences. By working with your partners, you’ll see new opportunities to focus your message to match the needs and priorities of different target audiences. 

 

Sum Up

Exploring ways to map accounts is key to achieving rapid growth. It’s how you will create and execute your plans with partners. With an eye for identifying customer overlap and spotting opportunities, you can work with the most strategic partners for rapid growth.

By optimizing your virtual sales performance, you can join successful businesses that are shaping the market and realizing significant revenue potential. Partnership Co-Selling is how you can virtually qualify B2B sales opportunity. You can use this to boost sales, expand your network, and grow profitability.

Using a platform like Cosell is the simplest way to get your sales team on board. Cosell is a robust platform that makes it easy and fast to automate and scale collaborative co-selling across sales teams. 

If you’d like to explore how partnership co-selling can help you and your team boost sales and win major clients fast - check out our selection of free eBooks.

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